Marketing as a hot topic
Marketing is a hot topic for our clients. With an increasing emphasis on internal marketing and ensuring that the brand internally is aligned with the brand externally. It is another way of saying engaged, happy staff that love what they are doing, are better at selling. By a factor of 2 (that is double!).
Picking by the title
So we are always on the look at for new marketing books and part of the art of picking books is by the title. Usually, the titles convey new concepts that could be of interest. For example “Purple cow”, “Brandwashed”, “Sticky marketing”, “Powerbranding”, etc.
When we are asked about digital marketing we will nearly always refer to Brian Solis. His last book title is #WTF, a catchy title and a good author. So we are also always looking for good books on social media. They are hard to find. Most of them are out of date quickly and formulaic. ‘Feeding a starving crowd” is an interesting title. A marketing and social media book. By a non-American, Australian author. So we decided to give it a whack.
Go and do it
It starts well. Most of marketing and social media is about doing. The formula for success is doing and trying. Double your rate of failure and eventually, you will succeed.
It is about finding a market, what Coorey calls a starving crowd. There is no point in making dinner if nobody’s hungry.
He shows you how.
Write down twenty keywords or phrases that people might type into Google if they’re looking for your product. Now go to your favourite keyword tool and find out which ten phrases have the highest volumes of searches—these are the keywords that will give you the starving crowds.
Get a list and test
In the long tail of the internet, everything can be tested. That how he tested the title of his book (it worked). But you need a list or database. So you need to start creating lists. Of affiliates, media outlets, bloggers, journalists, lists, distribution channels and joint venture partners.
He talks about age-old techniques such as creating scarcity (which technique was apparently invented by the Dutch when they started to sell tulips). He explains that stories sell, that too much choice is no good and that you should probably charge more.
He has some good copywriting tips
- Your readers are bored.
- Everyone reads your copy by himself at his computer
- Use the “How to” headline.
- In the Sub-Headline use words such as Secrets • Quick • Easy • Instantly • Anything with the word “you” in it • How to • Fast • At last • Discovery • Amazing
- Write for a 7-year-old
He goes very practical; the page that says “tell me more,” out-converted the page that just says “notify me” by about 30%.
He talks about conversion
- Minimise the text that the user needs to type in at every stage. Remove navigation once the user is in the checkout.
- Format the expiration date exactly as it appears on the credit card
- Allow people to purchase in their home currency.
The media channels
He covers the channels. The usual, such as LinkedIn, Facebook, Pinterest, Slideshare, blogs and videos. Some unusual, he is a fan of Reddit. He thinks crowdfunding is a possible channel too.
In his view video is powerful and he suggests you should try the video sales letter, which is a slide deck, a voice over and a cracking story (always the reluctant hero’s journey). You need a hook, create rapport, explain the problem, offer a bigger solution and give a grand offer.
Write a book
He also suggests you write a book. Which Cooney did. And he applied the techniques and he is made it a best seller. And his company is thriving.
Would we use it as a Bookbuzz book? No. Is it a good workbook for a small business? Not sure. If you follow all the exercises, it will make an impact.
My advice, focus on storytelling, make lots of lists and go and sell and takes his advice and go and try as many things and see what works. And go read Brian Solis instead.